WHEN IT COMES to Internet marketing, a sleek, sophisticated Web site used to be the primary ambition for companies, many of whom would spend thousands of dollars to achieve it.

Now companies have many more options. With the emergence in the last couple years of social networking Web sites such as Twitter, Facebook and MySpace, and user-contributed video-sharing Web sites such as YouTube, companies are discovering new online strategies for connecting with peers and prospects.

When used properly, these sites can become platforms for companies and their leaders to discuss topics related to their industry, or showcase their abilities.

But they demand a completely different style and manner of communication ? one that is much more casual, often putting the personality of the communicator front and center. Over time, communicators who are compelling ? or simply entertaining ? may build an audience, create buzz and possibly generate sales.

Commerce, however, should not be the driving force, some online marketing experts say. Companies tied to an old-guard marketing mentality won?t have much success.

?I would first put a stake through the heart? of the notion ?of companies getting the word out about their product or service,? says Albert Maruggi, who calls himself an early adopter of these Web sites, and is president of Provident Partners, a St. Paul-based marketing and communications company.

?If I allow myself to those words, then people are going to treat this just like another channel. And it?s not. People don?t want to be advertised to or marketed to. People want to learn about what?s going on.?

What?s on your mind?
The site that demands this etiquette more than any other is Twitter, where users answer the question ?What are you doing?? More often, it is used as a micro-blogging site or chat room, where people submit mini-posts on what?s on their mind.

Online users that generate the biggest following tend to be those who are simply being themselves, say observers. They?re willing to talk or write about anything ? about the conference they?re attending, or what restaurant they?re having lunch at. They also contribute frequently. Devotees post a comment every half hour or so.

Maruggi has a simple quiz for company leaders to determine their readiness for Twitter and other such sites, starting with, Do you have deep expertise in a field? (His other questions are in the tip box with this article.)